India’s economic reforms through iconic Amul ads

The need for economic reforms in India, essentially the economic liberalisation in the country, was felt during 1991 when there was a need to rejig India’s economic policies and make it more market-oriented and attractive for private and foreign investment.

Many other changes to stimulate the Indian economy were also required. Specific changes such as reduction in import tariffs, deregulation of markets, reduction of taxes, and greater foreign investment were essential for India to grow, economically and stably.

However, some argue that liberalisation led to increased poverty, inequality and economic degradation and nothing much had changed except for the ruling parties.

But, it cannot be denied that in FY 2013-14, the Indian growth rebounded to 6.9% and then in 2014-15 it rose to 7.3% after implementing the reforms.

And to depict these transitions and bringing out them to the public was beautifully done by Amul through its ads. When it comes to creativity and marketing, Amul wins everyone’s hearts hands down.

Amul depicted the changes since 1991 through its ads and the little girl and the point was noted.

Here are 15 ads by Amul that will trace down the reform path this Independence Day.

View As: One Page Slides

1992

1992
The Mandal Commission report on Caste.

1993

1993
When the then Finance Minister Manmohan Singh raised the income tax exemption rate.

1994

1994
Indian economic liberalisation opened doors for MNCs and Coca Cola returned to the market.

1995

1995
When the National Telecommunication Policy was a major change and liberalised the sector.

1996

1996
Atal Bihari Vajpayee became the Prime Minister for 13 days and lost confidence of vote.

1998

1998
India successfully tested nuclear bombs at Pokhran.

1999

1999
When Y2K bug bit India.

2001

2001
Chartered accountant and stock broker Ketan Parekh manipulated stock market.

2002

2002
Private FM channels were launched in India.

2004

2004
UPA came to power and Manmohan Singh became the Prime Minister.

2005

2005
When Value Added Tax (VAT) was included.

2008

2008
Lehman Brothers crisis hit US and the entire world had to bear the consequences.

2009

2009
Satyam scandal hit India.

2012

2012
Vijay Mallya’s Kingfisher Airlines exit low-cost airline business.

2013

2013
When the rupee hit the lowest.
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